A Study On Insurance Marketing Channels Of China With The Viewpoint Of Relationship Marketing

With the promptly developing global economic integration and the external pressure of joining WTO, life insurance industry at the primary stage is facing unprecedented challenge. Current marketing systems can't solve endogenous problems entirely. life insurance industry is facing profound innovation itself. With the internal and external pressure, Channels lead to victory, so life insurance marketing channels are the key field of innovation. The study of life insurance marketing innovation with the guidance of relationship marketing is placing importance on interaction, understanding, cooperation and win-win situation, is to attract and keep customers, to promote enterprise competitive power, and thus realize the goal by the relationship marketing net.At present, individual agency system needs to be controlled and regulated, bancassurance is still in the primary stage, the advantage of insurance network Marketing has not been bring into full play, and the effect of specialized agents has not been full developed, consequently it is necessary to innovate the life insurance marketing channels on the basis of the theory of relationship marketing. And with the support of national regulatory policies, the maturity of the intermediary market and the ready corresponding conditions, it is feasible in theory and practice.The following is the train of the thought: to conquer the difficulties of individual agency system, we design pan-employee relationship marketing pattern. We hope to keep and encourage individual agents with relationship marketing strategy, and perfect relevant management system, the Commission system and the train system. At the same time, to place emphasis on keeping and developing the friendly relationship with customers, the faithful cooperation with banks and career agencies, to develop bancassurance and network insurance Marketing with great exertion. Among the above-mentioned, the methods which lead to long-term development of bancassurance channel are to build up reasonable benefits-sharing system, to build up inner-bank benefits-sharing system and to integrate manpower. While network Marketing needs life insurance companies to design friendly user interface, to utilize Bulletin Board System and to establish customer data pool for gradually carrying out.